Negative Moods Spur Effortful Attainment: a Mood Improvement Strategy

Yajin Wang, University of Minnesota, USAKathleen Vohs, University of Minnesota, USA

Four experiments tested the hypothesis that consumers in a negative mood (sad, angry, or generalized negativity) perform better at effortful goals as a form of implicit emotion regulation. The hypothesis was confirmed, and yet when given a choice consumers nonetheless eschew effortful goal pursuit preferring light, hedonic tasks instead.